TikTok is shaking up social media again by testing a feature that mirrors Instagram’s broadcast channels, giving creators and brands a new way to reach their followers directly.
On Friday, TikTok confirmed the rollout of “bulletin boards,” a messaging tool that could change how updates and exclusive content are delivered.
TikTok bulletin boards: A direct line to followers
TikTok’s bulletin boards let creators and brands send one-to-many public messages, much like Instagram’s broadcast channels, which launched in 2023.
Only the creator can post on their bulletin board, while followers can react with emojis but can’t reply or comment.
This setup supports text, images, and videos, making it a versatile tool for sharing behind-the-scenes content, announcements, and promotions.
Early testers include People Magazine, Paris Saint-Germain F.C., and the Jonas Brothers, signalling TikTok’s intent to attract entertainment and sports audiences.
The feature was first spotted by Threads user Christina Garnett, who highlighted its similarity to Instagram’s approach.
“The feature lets brands and creators share public, one-to-many messages to their followers. Bulletin boards are pretty similar to Instagram’s broadcast channels feature that launched in 2023.”
Social media platforms keep borrowing from each other
This isn’t the first time TikTok has adopted features from its rivals. In 2022, TikTok introduced Stories and photo support to compete with Instagram, while Instagram had previously launched Reels to mimic TikTok’s short-form video success.
The launch of bulletin boards continues this trend of platforms borrowing popular elements to keep users engaged and creators satisfied.
The bulletin board feature is still being tested, and TikTok hasn’t confirmed if or when it will become available to all users.
There’s also speculation that TikTok might add more functions, such as polls, to match or surpass Instagram’s broadcast channels.
For now, the focus is on giving creators a direct channel to their audience, without the clutter of comments or replies.
“The purpose of bulletin boards is to facilitate a more direct connection between creators, brands, and their followers by sharing updates, behind-the-scenes material, and engaging content.”
TikTok’s move underscores the ongoing battle for creator loyalty and user engagement in social media. As platforms continue to swap features, users can expect more tools that blur the lines between their favourite apps.
